Mrad, Mona; Cui, Charles Chi - In: European Journal of Marketing 51 (2017) 11/12, pp. 1938-1960
Purpose This paper aims to develop a definition of brand addiction and a valid brand addiction scale (BASCALE). Design …/methodology/approach The authors used focus-group results to define brand addiction and generate items for the BASCALE and validated the … BASCALE with survey data collected in the UK. Findings Based on the 11 brand-addiction features found from the focus groups …